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Animated characters make a $30 billion industry in Japan

Tuesday, July 17, 2012

Police forces use, stores can not do without them, power
companies have - and a bag of them when they become unpopular. No campaign or
marketing information of the public is complete without them. Cute, cuddly - or
surprising - the characters are everywhere in Japan.

While vendors throughout the world have understood the value
of a cartoon animal that large can persuade children to part with their pocket
money, the Japanese know it is also an effective way to reach parents .

And despite the tepid economy, no money involved.

The character licensing industry, including copyright and
trade, worth a whopping U.S. $ 30 billion (RM94.87 billion) a year - more than
the Japanese spend on books per year.

It's not just the big names - Hello Kitty or Pokemon - that
attract the crowds and their cash.

Two days of "great assembly" in the central city
of Gifu Japan attracted about 120,000 visitors were entertained by 47 adults
and medium-sized pets, one of each prefecture, who treated the visitors
singing, dancing and endless opportunities photo.

The "Yuru-kyara" (suggesting "the
relaxed"), often representing the regions or cities, taking their
inspiration from the famous local food, people, animals, industries, or
occasionally a combination of both.

The characters traveled malls, pursued by balloon-children
and adults with cell phones - they were eager to shake hands and take pictures.

They also had a tug of war, pitting the east against west,
and gathered for a well-coordinated song and dance show.

Melon-bear and walk burgers

Among their number-kuma Meron ("Melon-bear") of
Yubari in Hokkaido, the land of eye poppingly expensive melons and home to wild
bears, and the guy at the burger giant burger in a uniform walking sailor
representing the southwestern city of Sasebo, the seat of a large U.S. naval
base.

One of the few human shapes including Lerch-san, a European
long face with a mustache, based on Theodor Edler von Lerch, Niigata claims
that mountain was a ski instructor in Japan first.

Kumamon, a bear of Kumamoto, a place whose name seems to
indicate the presence of large carnivores, despite not being found as far
south, was one of the most popular.

Like many here, Kumamon has its own official website, which
takes snapshots taken by fans and the schedule of daily lists of appearance.

Many visitors said that growing up surrounded by characters
like that meant she could continue to appreciate until middle age.

"Even in adulthood, we found no mental block for them
and think they're cute," said Aki Kamikara, 38.

"I'm searching the web when I get home I found some new
characters that I like," he said.

Her husband, Yuichi, 42, said it was worth the trip.

"There are plenty of characters that are not usually
ranging from interest for the good," he said. "It's fun."

Yano Research Institute estimates that the Japanese market
was worth ¥ character 2389.5 million (RM95.17 million) in the year to March
2011, 1.7 percent from the previous year.

"The size of the market is on track long-term gradual
decline in drops in population and aging society will continue," said
Tokyo-based institute in a report last year.

However, continuous innovation, since the demonstrations and
competitions stamp card games that involve the entire family, continue to
attract bettors, he said.

Fans also visit the sites and facilities associated with
their favorite characters in what is called "pilgrimage" and
"tourism content," the report said.

Speaking to Japanese mentality

But the trend can become a character.

Denko-chan, the girl with a ponytail who instructed the
public on energy conservation and safety campaigns for more than two decades on
behalf of Tokyo Electric Power Co. (TEPCO) was found in the scrap heap in March
this year.

The company, struggling to cope with the consequences of public
relations disaster in Fukushima, has donned sackcloth and ashes and is
currently without a representative cute.

Noriaki Sato, president of Radetzky, the event management
company that organized the event in Gifu, said characters speak to the Japanese
mind.

"Anime and manga have taken deep root in Japan and
people are familiar with many characters from an early age," he told AFP
that Yanana, a slender woman's body with a square head posed for photos a few
steps away .

The Yuru-kyara not speak, but easily evoke the
characteristics of the region they represent, he said.

"Some people prefer the strategy of sending messages to
offer their services in the minds of the people" in this way, he said.

Those inside the suits agree that were part of something
that matched the nation's collective soul.

"The Japanese, like the characters a lot," said a
man with a red mask of the central city of Tsu.

"From children to seniors, who are happy when the
characters appear in the events ... This is a culture of Japan, we take pride
in."